Won’t Google Stop Me?
Again, no. I mean, I can’t speak for Google, they’ll do
whatever they like, but it doesn’t make sense. Here’s why:
Google clearly state, in dozens of places in dozens of
ways, that what they want is this: Users find exactly what they are looking
for as fast as possible.
Then Google also clearly, logically and patiently explain
that if an advertiser tries to trick users into landing on pages that are NOT
what they were looking for, then…. WHAM! That advertiser gets hammered.
Hammered with poor Average Position, high Cost-Per-Click
and poor Quality Score. And by hammered I mean bashed into submission with a
sledgehammer. If you don’t play by their rules, your CPC will be penalised:
two to ten times higher – or worse. For the same average position, I’ll be
paying $0.17 while you’re paying $0.50 or even $2.00 or $7.50. That’s why
it’s so easy to cut CPC in half: do what Google wants you to do.
But I’m NOT Trying to Trick Users! So How Can I Cut My CPC in Half?
Google’s system ain’t perfect, and that’s a serious
problem for you. We always ask the Google keyword tool what it thinks our
pages are about, and while it’s usually close, it’s almost never exactly
right and sometimes it’s so far wrong it makes our eyes bug out on stalks.
Sometimes we’re forced to completely re-write a landing page, just to get
Google to accurately assess what it’s about.
Now, if that’s the case, then you may well be trying to
honestly attract traffic – but if the Google system mistakenly thinks your
page is about something else, then you’ll get hammered.
So, you have to follow Google’s rules and you have to use
their tools. Only then can you be sure. This report explains how to do just
that. It also reveals two mistakes that many advertisers make – mistakes that
in our experience AT LEAST DOUBLE your CPC – and you can fix those two
mistakes in less than 10 minutes.